Advanced Wordpress SEO - City University of New …...SEO COMPLIANCE e om g e om g e om g e om? ping...

Advanced WordPress SEO

: Actionable Advice for Ensuring Your W

ordPress Content is Found by Nick Herinckx, CEO

of Obility Consulting, @

nickherinckx

Tweet w

ith Mozinar attendees: #m

ozinar Technical problem

s or feedback: Please em

ail team@

seomoz.org

w.obilityconsulting.com

ho am I?

ordpress?

hy Wordpress?

Great out-of-the-box on-site optim

ization

Credit: SEOMoz.org

hy Wordpress?

Easy to find developers

hy Wordpress?

ization P

lugins

hy Wordpress?

ization Light &

hy Wordpress?

ization Free

hy Wordpress?

ization N

ot as robust for complex sites

hy Wordpress?

ization Little support (but great support com

munity)

hy Wordpress?

ization G

reat user based means target for hackers

BILITY C

SULTIN

Assumptions, a note on plugins and m

ption #1:

You Are Fam

iliar with W

ordpress

If I say “plugins”…

…You say “Let m

e tell you my favorite

ones”

If I say “permalink structure”…

You say “/%category%

If I say “edit theme P

files”…

…You say “archive.php or head.php?”

ption #2:

You understand intermediate to

advanced SEO S

If I say “canonical tag”…

…You say “duplicate content”

If I say “UR

L name/value pairs”…

You say “no more than 3, and there

better not be sorting parameters”

If I say “meta robots tag”…

You say “noindex and nofollow”

If I say “I know you’ve never purchased

links”…

…You say “no” and start laughing

If Matt C

utts enters the room…

You stop laughing

If I say “Rand Fishkin”…

You say “who’s that?”

In short: you understand SEO

Some of our

solutions will utilize

plugins.

*I favor solutions that do not utilize plugins

it: http

I don’t always use plugins

But when I do, I prefer Yoast SEO

Credit: Euro RSCG Worldwide

BILITY C

SULTIN

Pagination, Archives &

Inserting Unique C

ontent

here does this problem stem

Tag Pages S

licate

Tag Pages S

licate

ategory Pages

Tag Pages S

licate

ategory Pages

Date A

rchive P

Tag Pages S

licate

ategory Pages

Date A

rchive P

ages A

uthor Pages

Tag Pages S

licate

ategory Pages

Date A

rchive P

ages A

uthor Pages

Pagination P

ple: Tag pages

ple: Date pages

ple: Pagination

hat are Specific SEO Issues?

Full post text on hom

epage, tag pages, category pages, etc.

t No value-added

content for searchers

t Pagination pages

include duplicate content

t Heavy site-w

ide sidebar links to these

Many them

es don’t allow

for custom M

ETA tags on

these pages

What can w

e do about the full post being displayed on all archive pages?

What can w

e do about the full post being displayed on all archive pages?

: replace “the_content” in the P

files with “the_excerpt”

-Located inside your P

s full blog post content

What to do about full post text

The_Content

-Located inside your P

s only first 55 characters of post.

The_Excerpt

hat to do about full post text

rchive.php

-Index.php

ther custom them

P files that control

archive type pages

Where to look for “the_content”

What can w

e do about the non- uniqueness?

What can w

e do about the non- uniqueness?

: Noindex and exclude from

L sitemap

hat to do about their non-uniqueness

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Date Archives N

Exclude Allow

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Date Archives N

Exclude Allow

Pagination N

Exclude Allow

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Date Archives N

Exclude Allow

Pagination N

Exclude Allow

Author (default page) N

Exclude Allow

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Date Archives N

Exclude Allow

Pagination N

Exclude Allow

Author (custom page)

Yes Yes

Include Allow

Page Type M

eta Index?

Follow?

XML Sitem

ap Robots.txt

Page Yes

Yes Include

Post Yes

Yes Include

Categories Yes

Yes Include

Tags N

Exclude Allow

Date Archives N

Exclude Allow

Pagination N

Exclude Allow

Author (custom page)

Yes Yes

Include Allow

r this le

e make these pages m

ore useful for users?

e make these pages m

ore useful for users?

: Create a new

P page for

each archive page type, and insert copy into the P

files directly

Inserting Text Into A

rchive Page Types

Date archives, categories, tags, author pages, etc.

Inserting unique content on

author archive page types!

rchive Page Types

Inserting unique content on

category archive page types!

do we do this inside W

ordpress?

rchive Page Types

ill have to create new PHP files!

*but it’s an easy copy/paste job

rchive Page Types

Understanding W

ordpress PH

P Hierarchy

Page Type Default

Override for all

category pages O

verride for individual categories

Example PHP file

Categories archive.php

category.php category-{categoryslug}.php

category-m

arketing.php

rchive Page Types

Understanding W

ordpress PH

P Hierarchy

Page Type Default

Override for all

category pages O

Example PHP file

category-m

arketing.php

Tags archive.php

tag.php tag-{tagslug}.php

tag-events.php

rchive Page Types

Understanding W

ordpress PH

P Hierarchy

Page Type Default

Override for all

category pages O

Example PHP file

category-m

arketing.php

Tags archive.php

tag.php tag-{tagslug}.php

tag-events.php

Author archive.php

author.php author-{authornam

e}.php author-nick.php

Steps for creating a custom page w

ith SEO

optimized text for a tag called

“marketing” S

rchive Page Types

Step 1: Go to your PHP files

rchive Page Types

Step 2: On server, create “tag-m

arketing.php” file inside them

e PHP file directory

rchive Page Types

Step 3: Copy code from

existing “archive.php” file and pate in new

“tag-m

arketing.php” file.

rchive Page Types

Step 4: Locate w

here the body text for the page begins

Step 5: Insert custom

tag text above where

posts are displayed

What can w

e do about pagination?

What can w

e do about pagination?

: Yoast SEO inserts rel=“next”

and rel=“prev” in the head of paginated pages

What about canonicalization?

: Yoast SEO includes these on

all Wordpress pages

Wordpress itself only show

s canonical link elem

ents on single pages. Yoast SE

O places the canonical tag on

all page types.

What if I use a plugin that utilizes U

parameters?

What if I use a plugin that utilizes U

parameters?

: Utilize your robots.txt or

Google W

ebmaster Tools

t •C

reate an actual robots.txt file and place it in server root to override the virtual W

ordpress one

se robots.txt to disallow

problematic site section

Block problem

atic param

eters from w

ithin G

oogle Webm

aster Tools

In Sum

9Make sure them

e uses “the_excerpt” in archive PHP files instead of “the_content”

9If you w

ant to keep archive page types, create a separate PHP file for each an insert on-page copy

oindex archive page types if not unique

9Exclude archive page types from

XML Sitem

plement canonical tag on all pages using Yoast SEO

plement pagination tags using Yoast SEO

se robots.txt file to exclude dynamic pages created by plugins, or use

aster Tools to tell Google to ignore problematic nam

e/value pairs

BILITY C

SULTIN

Author B

ios on Author Posts

uick Authorship Exam

What w

e need

1: A G

oogle+ Profile

What w

e need

2. Link to publications in the “contributor to” section from

within your G

oogle+ profile

What w

e need

3. Add rel=“author” tag to blog post page in a

link to your Google+ profile

el=Author Tag Im

plementation

to Get G

oogle+ Links on Author

to Get G

Option 1: Edit single.php file (or the one that

displays your blog posts) to output the author bio on the page. Then authors can include a G

oogle+ link on their own.

plementing A

uthorship

lacing Author B

io on Blog P

<div class="author"> <?php if (function_exists('get_avatar')) { echo get_avatar(get_the_author_m

eta('user_email'), '70');

} else {?> <im

g src="<?php echo get_tem

plate_directory_uri();?>/images/author.jpg" alt="" class="im

gleft authorpic" /> <?php } ?> <h5>About <?php the_author();?></h5> <?php the_author_m

eta('description'); ?> </div>

to Get G

Option 2: M

anually add to posts an author byline w

ith Google+ profile links

BILITY C

SULTIN

A note on perm

alinks

For very large blogs, permalink

structure is one of the most com

mistakes I see w

ith Wordpress

installations.

ermalinks for B

log Posts

Which one is best?

postname%

/ %post_id%

category% / %

postname%

post_id% / %

postname%

year% / %

category% / %

postname%

ermalinks for B

log Posts

Most P

eople Select:

/%postnam

e% / %

post_id%/

/%category%

/ %postnam

/%post_id%

/ %postnam

/%year%

/ %category%

/ %postnam

But that’s not ideal for very large blogs!

ermalinks for B

log Posts

“For performance reasons, it is not a good idea to start your

permalink structure w

ith the category, tag, author, or postnam

e fields. The reason is that these are text fields, and using them

at the beginning of your permalink

structure takes more tim

e for WordPress to distinguish

your Post UR

Ls from Page U

RLs (w

hich always use the text

“page slug” as the UR

L), and to compensate, W

ordPress stores a lot of extra inform

ation in its database (so much

that sites with lots of Pages have experienced difficulties).

So, it is best to start your permalink structure w

ith a num

eric field, such as the year or post ID.”

What W

ordpress Says

Why does it cause slow

Consider the U

ycat/mypost/

ermalinks for B

log Posts

You Should Select:

/%postnam

e% / %

post_id%/

/%category%

/ %postnam

/%post_id%

/ %postnam

/%year%

/ %category%

/ %postnam

BILITY C

SULTIN

Tools for verifying SEO

compliance

aintaining Com

pliance Ongoing

aintaining Com

pliance Ongoing

aintaining Com

pliance Ongoing

hat did we talk about?

Housekeeping

Addressing D

uplicate Content in W

ordpress

Implem

enting Authorship

Advanced O

n-Site Considerations

Maintaining SEO

pliance

Q&A Tim

@nickherinckx

nick@obilityconsulting.com

http://seomoz.org/w

ebinars

Advanced Wordpress SEO - City University of New …...SEO COMPLIANCE e om g e om g e om g e om? ping...

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